The new HOFF flagship store on Calle Velázquez rediscovers the original vision for this historic thoroughfare, conceived in the 19th century as Madrid’s own “Champs-Élysées”: a stately boulevard, designed for strolling, observation, and socializing. El Departamento, led by Alberto Eltini and Marina Martín, translates that urban imaginary into a contemporary architectural language, crafting a 600 m² space where architecture, craftsmanship, and experience converge. The project interweaves historical research, authentic materiality, and a renewed approach to retail as a cultural setting.
The project unfolds as a fluid journey, a sequence of environments inviting discovery and contemplation. The entrance ushers visitors into the SNEAKS café, an inviting and refined space where pink olivillo marble and artisanal azulejos create a rich texture and a warm chromatic palette. This inherently versatile environment is readily transformed to host events or musical performances with agility.
At the pulsating heart of the space, “The Stage” captures the eye: here, HOFF products are displayed on three majestic travertine marble ledges, while a custom-designed terrazzo floor weaves the brand’s new chromatic identity. The bespoke lighting system shapes the atmosphere in harmony with natural light, and three sculptures by Sara Regal, Casa Antillón, and Elisabeth Blumen weave a fascinating dialogue between art and material.
The journey continues with “The Sneaker Lab,” a sanctuary of care and personalization that celebrates artisanal craftsmanship; “The Gallery,” a contemporary amphitheater dominated by a wicker and metal sculpture, a masterpiece by Alicantine artisans; and “The Work-Shop,” a versatile space on the upper floor, conceived as a forge of ideas and cultural activities. Beyond a mirrored wall lies “The Attic,” an intimate and reserved retreat, configured as a small apartment for exclusive gatherings.
Materiality forms the soul of the project: natural lime mortar, local stones, and solid wood evoke a deep connection with tradition, while stainless steel and technical lighting infuse an aura of modernity. A balanced and continuous palette ensures each zone retains its unique identity, contributing to the overall harmony. At Velázquez 37, HOFF not only sells but offers a spatial model where commerce, culture, and hospitality merge, and for El Departamento, it’s a demonstration that architecture can elevate the everyday experience to an extraordinary level.
Credits:
Client: HOFF
Location: C/ Velázquez, 37 | 28001 Madrid, Spain
Area: 600 m²
Architect & Interior Design: El Departamento (Alberto Eltini and Marina Martín)
Contractor: All Projects
Furniture Design: El Departamento
Furniture Manufacturer: Moinsa
Textiles: Deco & You
Flooring: Maora, Mosaic Factory
Lighting Supplier: Ilumisa
Decorative Lighting: Santa & Cole
Audio System: Light Sound
Rugs: Habana Home, Nordic Knots, Ege
Tiles: La Pietra Compattata
Artisan Wickerwork (Sculpture): Cestería Marcilla
Photography: Javier Bravo
